Deion Sanders' 'Louis luggage' is starting to look counterfeit at Colorado

There’s no denying what Deion Sanders has accomplished since entering the college coaching ranks during the Covid pandemic in 2020. He raised the profile of Historically Black Colleges and Universities while at Jackson State, popularized the phrase “Look good, feel good, play good, pay good,” and drew recruits who wanted to play alongside his sons and wear the flashy uniforms his teams became known for.

At JSU, Sanders infused his signature style into the Tigers’ uniforms, introducing a bold red accent to the traditional blue design, expanding on a hint of red once added by former coach W.C. Gorden. His marketability and winning record kept him in the national spotlight and made Jackson State one of the most talked-about programs in the country.

When Sanders left for Colorado, he inherited a 1-11 team and immediately made headlines with his “Louis Vuitton luggage” comment, signaling major roster turnover and a new culture in Boulder. Through eight games of the 2023 season, quarterback Shedeur Sanders led an offense that averaged 32.1 points per game, while the defense allowed 34.9. Two years later, the 2025 Buffaloes now led mostly by quarterback Kaidon Salter, average 22.6 points on offense and allow 27.4 points on defense.

Deion Sanders first team meeting at Colorado is must watch.

Favorite quote: “We got a few positions already taken care of because I’m bringing my luggage with me… And it’s Louis”

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What’s missing from this year’s group, compared to the 2024 team, is the leadership and intensity once provided by Shedeur and Shilo Sanders, Travis Hunter, Jimmy Horn Jr., BJ Green and Cam'Ron Silmon-Craig. The current Buffs have struggled to find that same edge.

Despite a staff loaded with nearly 200 years of NFL experience, Sanders’ program has not lived up to expectations. The Buffs have lacked adjustments, development and consistency from week-to-week. Their offense has lacked any type of preparation, and opponents have exploited weaknesses.

Coach Prime: “We’re in that kind of generation right now: everybody wanna look good + get paid but you gotta ball.”

“We gotta figure this out like now. Now.” pic.twitter.com/JZmEai23OX

“I challenged them,” Sanders said. “All this hootin’ and ya-ya and wanting to look good that don’t work unless you’re balling. Everyone wants to look good and get paid, but you’ve got to ball to get paid.”

If the Buffaloes endure another terrible defeat, sweeping changes need to follow. What was once seen as “Louis luggage” now risks being exposed as imitation. The question now is whether Coach Prime can turn it around starting this week against Arizona?